Productions
Countries
Years
Person crew
Mytheresa
Director · Camera · Editor
Social Content · Fashion Editorial · Campaign
Mytheresa is one of the leading luxury fashion e-commerce platforms in the world. Their editorial standard is unusually high for a digital retailer.
I've been working with them since 2019, producing social content, fashion editorials and branded video across studio and international locations. Talent has included Brunello Cucinelli and Kiani del Valle. Over 40 productions in six countries to date.
A typical production day means up to 15 looks, often switching between studio and location. The output needs to work as a 5-second social clip and as a longer editorial piece. Same shoot, same day.
The difficulty is staying visually consistent with the brand while keeping things modern and non-repetitive across dozens of productions.
I handle everything myself: direction, camera, lighting, set design, audio, post-production. One person, full production. This means what I see is what gets made, with no steps in between.
For brands, it means campaign-quality output without the cost and logistics of a full crew. Every decision on set, from lighting to framing, serves the brief.
In studio, Mytheresa provides the brief and models. My job is to get as much visual range as possible within that framework.
On location (Madrid, Mallorca, London, Palermo, the Alps) there's more room. I look for what's specific to the place: the light at that hour, a texture, an architectural detail. The location should feel like part of the piece, not just a backdrop.
Social reels, 9:16
Editorial video, 16:9
Long-form branded content with interview
Photography stills (selected productions)
Platform-optimized exports for Instagram, Mytheresa.com and email
On-set direction and talent direction
Camera across all formats
Lighting and set design
Audio recording
Editing, colour, final export
Creative adaptation on location
RESULT
What started as single productions has become a long-term collaboration across multiple years, countries and talent projects. The content runs continuously on Mytheresa's social platforms and digital editorial.
WHAT THIS MEANS FOR YOUR BRAND
One point of contact from concept to delivery. No crew overhead, no brief getting diluted between departments.
Fast turnaround at volume without compromising on quality. The output looks editorial, not like content.
Fashion-grade video that actually performs on social, not just in a lookbook.